With the prospect of weak demand in domestic markets continuing, the risk of not looking for better growth prospects abroad far outweighed the risks involved in exporting, businesses at a Scottish Development International/Insider event heard.

The conference, at the Balmoral Hotel in Edinburgh, was the first of four events being staged across Scotland to offering export advice and provide both inspiration and practical advice from key business leaders who have successfully broken into overseas markets.

Alasdair Northrop, editor of Insider, pointed out that statistics suggested as little as five per cent of Scottish businesses currently export. "That could be seen as disappointing but, in fact, it presents a massive opportunity. Imagine the gains which could be realised if even a quarter of the businesses which don't have foreign sales began to trade overseas."

Sir Richard Needham, the former UK Government trade minister and now senior independent director at Dyson, provided valuable insight into the lessons he had learned in working with more than 25 companies which had developed international business.

He said the first step was to be confident of the potential for a product or service in overseas markets. "You have to ask yourself whether what your business does is good enough or different enough to succeed overseas. You also need to work out what customers in a particular market are thinking, not what you want them to think," said Needham, who has been responsible for developing Dyson's manufacturing and sales operations in Europe, the US and the Far East.

Gordon Beattie, chief executive of public relations and marketing group Beattie Communications, gave a fascinating presentation highlighting how Scottish businesses can build overseas markets on a tight budget.

He highlighted how his own company had used the internet and budget airlines to dip its toe into a number of foreign markets. "In the past a business like ours would have had to look at opening expensive offices and hiring people in that market. But the advent of the internet and cheap flights means you can start to develop overseas markets for buttons," said Beattie.

Stewart Laing, marketing director for Scottish Development International, highlighted evidence which suggested companies which had developed export markets tended to be better businesses. "They tend to more productive, more innovative and benefit from economies of scale."

He said a survey of successful exporting businesses had also identified a number of critical success factors. "They include understanding of the market place, having patience and tenacity, and being prepared for hard work. They are really no different to the factors for success in running any business but they are magnified when it comes to exporting." ? For details of future export growth events visit www.sdi.co.uk/events.

Under the Smart Exporter initiative in Scotland, businesses can access up to £1000-worth of free export support through training and workshops, market awareness events and roadshows, online learning tools, factsheets and a national helpline. The project aims to provide highly targeted support and information free to companies to help them take the first steps into overseas markets. The programme is delivered by Scottish Development International in partnership with Highlands and Islands Enterprise with funding from the European Social Fund.